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Mobile:

Strategies for Creating End-User Demand for Mobile Data Services

Portio Research
Market Study  December 2006

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Table of Contents

This exciting new market study analyzes operator best practice in designing and marketing non-voice mobile data services. By studying best-of-breed mobile data services in Asia, Europe and North America we have identified key strategies you can use to derive maximum revenues from non-voice services.

Key features of this new market study:

-Learn from 'best-of-breed' mobile data service strategies
-Examine mobile operator best practice for a range of non-voice services
-Understand how leading operators are driving service adoption

Read case studies of leading MNOs
See how class winning portals are maximizing downloads

-Understand what drives consumer demand for mobile data services
-Study leading applications to understand the route to success

About this market study

As mobile operators worldwide face increasing pressure on profitability so revenues from data services become increasingly important. Voice revenues continue to fall and growth has slowed in mature markets, and the long awaited launch of 3G services has failed to save ARPU figures from their slow decline. Over the last three or four years mobile network operator have been focusing much of their attention on driving the all-important 'data-as-a-percentage-of-revenue' metric.

In highly competitive markets voice revenues are being squeezed harder than ever, churn is a constant problem and most operators are pushing non-voice service revenues as the saviour of ARPU. This report looks in-depth at a range of non-voice services to understand the strategies employed by those mobile operators leading the field in each major non-voice service category.

This new study looks at 'best-of-breed' non-voice services around the globe and identifies areas of best practice in driving higher usage from mobile data services.

We have looked at the following services -

-Mobile portals
-Mobile music downloads
-Mobile video downloads (and uploads)
-Ringback tones
-Mobile commerce
-Mobile games
-Mobile video calling
-SMS
-MMS
-also a special section looking at 'Web 2.0'

This study looks into market leading examples in each service category. We analyze the strategies employed in each case to uncover the underlying best practice driving service adoption and winning market share.

This report looks at market conditions across a range of country markets in Asia, Europe and the Americas, with industry leading examples taken from Japan, the UK, the US, South Korea, China, India, the Philippines, Malaysia, Norway and France. Reading this report you will learn about the strategies operators have employed to become industry leaders, how services have been best adapted to suit local market conditions and how applications and services have been marketed to best effect.

This report has been written to act as a 'best practice guide' to the mobile data services industry, helping you to identify best-of-breed services in each service category and understand which mobile operators lead the field, and what they do differently that helps them stay out in front, ahead of the competition. This report is full of recommendations for mobile operators, applications developers and handset vendors, helping you to formulate winning strategies for your mobile service or application.

Leading operators covered in this report include:
-O2 UK
-KDDI
-Telenor Norway
-Verizon Wireless
-Vodafone UK
-NTT DoCoMo
-SFR France
-Sprint Nextel
-China Mobile
-SK Telecom
-3 UK
-Maxis
-KTF Korea
-Smart Communications
-Netcom Norway
-LG Telecom
-and Globe Telecom.

Further case studies also include:
-Telsis
-Textamerica
-Flikr
-Bubble Motion
-and MySpace

For full details, please email jeremyk@cmsinfo.com

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